Mike will share excerpts from his book of the same title, using practical, real life examples that illustrate how consumer research and big data can be used to (or misused) to solve marketing and business problems. HIs focus is on helping end users and research and analytics providers better collaborate to more effectively create insightful and useful output.

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Festival of #NewMR
2019
52 Things We Wish
Someone Had Told
Us About Customer
Analytics
Mike Sherman
March 6, 2019

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Festival of #NewMR
2019
Copyright 2018 Alex and Mike Sherman

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Festival of #NewMR
2019
Use Of Analytics to Drive Decisions
Not Good and Getting Worse

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Festival of #NewMR
2019
Selected Ideas (from the 52)
Copyright 2018 Alex and Mike Sherman
1. The Hole, Not The Drill
2. Saint Jerry McGuire
3. BS Matters
4. Beware of Meaningless Numbers and Calculations
5. Correlation Is Not Causality
6. Challenge Your Metrics
7. Seeing But Not Understanding
8. Ask Questions

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Festival of #NewMR
2019
1. Focus On Outputs, Not Tools
Copyright 2018 Alex and Mike Sherman
"People don't want to buy a
quarter-inch drill. They want
a quarter-inch hole!”
Ted Levitt
Harvard Business School

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Festival of #NewMR
2019
2. Saint Jerry McGuire
Copyright 2018 Alex and Mike Sherman
Show Me
the Money!

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Festival of #NewMR
2019
Leverage
Analysis
Use
Judgement
Uncertainty
High
Low
Low High
Value at Risk
?
Copyright 2018 Alex and Mike Sherman
Are we
doing too
much work
here?
3. BS (Business Significance) Matters
Are we doing
enough analysis
here?

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Festival of #NewMR
2019
4. Beware Of Meaningless Numbers…
Copyright 2018 Alex and Mike Sherman
On Average I
Hit Straight
Down The
Fairway …

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Festival of #NewMR
2019
… And Meaningless Calculations!
Copyright 2018 Alex and Mike Sherman
GH (General Hospital) CL (Clinic) Area
Total GH Clinic
Cardio-
logy
Respira-
tory
Psychi-
atry
Internal
Pedia-
trics
Psychi-
atry
Area 1 Area 2 Area 3 Area 4 Area 5
Sample
Size
Preferred
Brand
500 290 210 58 58 58 110 50 50 240 80 60 60 60
30 33 26 40 43 31 30 28 14 31 35 37 18 27
GH (General Hospital) CL (Clinic) Area
Total GH Clinic
Cardio-
logy
Respira-
tory
Psychi-
atry
Internal
Pedia-
trics
Psychi-
atry
Area 1 Area 2 Area 3 Area 4 Area 5
Sample
Size
Preferred
Brand
500 290 210 58 58 58 110 50 50 240 80 60 60 60
30 33 26 40 43 31 30 28 14 31 35 37 18 27
Meaningless
average

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Festival of #NewMR
2019
5. Correlation Is Not Causality

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Festival of #NewMR
2019
Correlation Is Not Causality:
Getting It Backwards
Does Shelf Space Drive Sales?
Or Does Sales Drive Shelf Space?

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2019
0
10
20
30
40
50
60
0
20
40
60
80
100
Time 1 Time 2 Time 3 Time 4 Time 5 Time 6
SM $ Sales $
Summer
Winter
Winter
Ice Cream Sales
Correlation Is Not Causality:
Missing The Real Driver
Source: Ray Poynter, The Problems With Observational Data, 2018

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Correlation Is Not Causality:
Underlying Bias
When HRT was 1st assessed (Nurses Health
Study – large observational study in the USA),
seemed to protect the heart.
Doctors were recommended to prescribe it
more widely.
Women’s Health Initiative (gold standard
controlled experiment) – suggested it was
slightly bad for the heart.
Why?
Women receiving HRT were systematically
healthier and wealthier.
Source: Ray Poynter, The Problems With Observational Data, 2018

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Festival of #NewMR
2019
So Test (And Learn)!
Copyright 2018 Alex and Mike Sherman

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Festival of #NewMR
2019
Copyright 2018 Alex and Mike Sherman
Test ….

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Festival of #NewMR
2019
Copyright 2018 Alex and Mike Sherman
.. And Test ….

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Festival of #NewMR
2019
Copyright 2018 Alex and Mike Sherman
.. And Test ….

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Festival of #NewMR
2019
Copyright 2018 Alex and Mike Sherman
... And Test ….

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Festival of #NewMR
2019
Copyright 2018 Alex and Mike Sherman
... And Test ….

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Festival of #NewMR
2019
Copyright 2018 Alex and Mike Sherman
… And Test ….

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Festival of #NewMR
2019
Copyright 2018 Alex and Mike Sherman
… And Test ….

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Festival of #NewMR
2019
Success rate of offer
Percent
... And Then Learn
Refinement Of Offers Critical
Copyright 2018 Alex and Mike Sherman
Impact of iterative refinement
Week0
20
40
60
80
0
1
2
3
4
5
6
7
8
Improved
targeting,
redefine sample
Improved
script
Added
a new choice
of promotions
Launched program
Improved custo
mer service rep
performance,
rewrote script

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Festival of #NewMR
2019
6. Challenge Your Metrics

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Festival of #NewMR
2019
7. Seeing But Not Understanding

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Festival of #NewMR
2019
8. Ask Questions
Copyright 2018 Alex and Mike Sherman
CHURN MODELING
• Do you want to predict to which
carrier they will churn ?
• Do you want to predict who will
respond to a churn offer?
• What will you use the output to do?
• Do you want to predict who will churn?

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Festival of #NewMR
2019
Selected Ideas (from the 52)
Copyright 2018 Alex and Mike Sherman
1. The Hole, Not The Drill
2. Saint Jerry McGuire
3. BS Matters
4. Beware of Meaningless Numbers and Calculations
5. Correlation Is Not Causality
6. Challenge Your Metrics
7. Seeing But Not Understanding
8. Ask Questions

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Festival of #NewMR
2019
Want More?
”52 Things….” now
available on
Amazon.com
More at
www.MikeSherman.net

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Festival of #NewMR
2019
Q & A
Mike
Sherman
Sue York
NewMR

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Festival of #NewMR
2019
NewMR 2019 Sponsors
Communication
Gold
Silver